American designer (and former Moschino intern) Jeremy Scott has been named creative director of Moschino, the Italian fashion house announced on Monday. This is the first time Scott, who has been running his own label out of Los Angeles for the past 16 years, has assumed a creative director role at a big-name fashion brand. His first collection–for Fall 2014–will debut at Milan Fashion Week in February.
“This appointment respects the DNA of the brand as Jeremy Scott represents not only an eclectic and contemporary communicator but most of all a designer capable of re-interpreting the identity and the essence of Moschino,” the company wrote in a statement posted to its website.
Scott is succeeding Rossella Jardini, who has led creative at Moschino since its founder, Franco Moschino, died in 1994. Moschino did not disclose the reasons for Jardini’s departure, only thanking her for her “enormous contribution in keep the spirit of Moschino alive.”
Jardini’s departure is particularly surprising in light of all the press she’s been doing around Moschino’s 30th anniversary, which is being celebrated this fall. Lately, Moschino’s parent company, Aeffe, has been shuffling the creative ranks of its various brands, appointing new creative directors for both Emanuel Ungaro and Philosophy within the last 13 months. The aim, Aeffe chairman Massimo Ferretti tells Style.com, is to “inject new energy” into Aeffe’s core brands.
Scott, known for his quirky, offbeat designs that often poke fun at fashion and popular culture, tells Style.com that he was most attracted by Moschino’s sense of humor. “It’s one of the few houses that has humor, and it’s the same thing for me,” he says. “Another one of the bonding elements is their written messages that express thoughts and twist ideas. We share an obsession with poking fun at fashion. Whimsy, also.”
And what does that mean for Moschino? Scott tells Style.com he hasn’t set firm goals for the label yet, but that he’s intent on “bringing the brand into the now, into the future. For me, it’ll be about playing with the heritage and vocabulary and bringing it into today. I feel like I can bring a younger demographic. My fan base is much younger [than Moschino's].”
The appointment is something of a homecoming for Scott, who interned in Moschino’s New York press office during his senior year at Pratt. “It’s kind of a fairy-tale story,” he tells Style.com. “I was the intern, and now I’m running the company.”